and in that environment, lives can be lost if you're not operating at 100%. so a few marines created ruck pack. >> joining us to share his success story is a marine corps aviation officer and creator of the ruck pack, major rob dire. good morning to you, major. >> thank you very much. >> you saw a market. you saw the current energy drinks suck and so you came up with this. what's in it? >> vitamins, minerals, all healthy ingredients. that is our did i did i differet point. >> 80% of the company is owned by military families. is that correct? >> absolutely correct. a lot of them are active due. this is something we created on the battle field. at the end of that deployment we said let's start a company. >> what do you mean you created it on the battle field? you brewed it up right there? >> no. we created a business plan. we would talk every single day. at the end of the deployment when it came time to move forward, we said yes, let's do it. >> everyone is talking about these shots, the 5 hour energy, the 6 hour energy -- >> the 6 hour energy? >> believe it or